Core Viewpoint - The "Autumn Milk" event, initially a one-day promotion on the first day of autumn, has evolved into a 10-day marketing campaign, reflecting the competitive landscape of the takeaway industry and the need for brands to prepare well in advance [1][8]. Supply Chain Changes - The preparation for the "Autumn Milk" event began two weeks prior to the peak sales day, with brands like Sweet Lala and Yihe Hall initiating stock orders and inventory checks well in advance [4]. - Brands are standardizing their product offerings, focusing on high-selling items like "Qingfeng Meihua" and "Yiteng Quanfufu," while reducing reliance on perishable fresh fruit products [5]. - Digital systems are being adopted to better forecast demand and manage inventory, with brands like Ningji using historical data to guide stocking decisions [6]. Marketing Cycle Changes - The marketing cycle for "Autumn Milk" has expanded from a single day to a 10-day promotional period, allowing brands to engage in various marketing activities each day [8][9]. - The event has become a significant annual promotion akin to "Double 11," with brands leveraging social media and influencer partnerships to drive sales [8]. - The extended period allows for better operational management, reducing pressure on the peak day and enhancing customer decision-making [9]. Strategic Changes - Historically, brands employed a strong pricing strategy during "Autumn Milk," but this year, many are increasing discounts and promotional efforts to boost sales [11]. - Companies are focusing on long-term customer retention strategies, with brands like Ningji and Yihe Hall implementing dual-track approaches to attract new customers while nurturing existing ones [12]. - The goal is to transition public traffic from delivery platforms to private channels, enhancing customer loyalty and profitability [12].

Core Insights - The article discusses the evolution of the "Autumn Milk Tea" marketing event, which has transformed from a single-day promotion into a 10-day campaign, reflecting the competitive landscape of the takeaway beverage industry [2][8]. Industry Changes - The "Autumn Milk Tea" event, initially a one-day affair on August 7, has been extended to a 10-day promotional period from August 1 to August 10, allowing brands to implement various marketing strategies throughout the duration [8]. - Brands are increasingly standardizing their product offerings for the event, focusing on high-demand items to optimize inventory management and reduce waste [4][6]. - The tea beverage industry has established more mature replenishment mechanisms and emergency response systems, allowing for efficient stock management during peak sales periods [6]. Marketing Strategies - The event has evolved into a multi-platform promotion, akin to a "Double 11" for the tea beverage sector, with brands leveraging collaborations and influencer marketing to attract consumers [7][8]. - Brands are adopting a dual strategy, using external platforms to attract new customers while simultaneously nurturing existing ones through private channels [12][14]. - Increased promotional efforts, including discounts and subsidies, are being utilized this year to drive higher sales volumes, reflecting a shift from previous years where brands relied on emotional value rather than price reductions [11][12]. Operational Adjustments - Brands are implementing digital systems to better forecast demand and manage inventory, with some companies suggesting a 30% increase in stock based on historical sales data [5][6]. - The extended promotional period has allowed brands to alleviate operational pressure on peak days, enhancing overall efficiency and customer experience [8][10]. Consumer Engagement - The "Autumn Milk Tea" event has become a cultural phenomenon, with consumers viewing it as a ritualistic consumption experience, further driving engagement and sales [10][11]. - Brands are focusing on converting public traffic from promotional events into private customer relationships, aiming to build a loyal customer base through targeted marketing efforts [13][14].